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How To Integrate Mobile In Your Marketing Campaigns
Mobile Marketing ForumBucharest 16th May 2013
Dan VirtopeanuManaging Partner
Marketing 4P Are Still Valid
Mobile’s 4P In Marketing
Permission
Participation
Presence
Power
First P - Presence
Presence: Local Shipments
Mobile Is The Most Used Technology
Smartphones & Tablets
• 5 millions smartphones in Romania (90% connected)• 0,6 million tablets (50% connected)
• Right now, the smartphone community is the size of Facebook community.
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Presence Quick Facts
150 times a day
61% - Mobile Phone is the first thing to notice
44% - Mobile is the first thing to notice when wake up and last thing they see at night
Nomophobia: the fear of being without a mobile phone
Exaggerated Presence
Presence Reshapes Retail
Carrefour Mobile App changes the items in the shopping list upon the location to match the order of the items in the shopping aisles
Second P - Permission
Critical in any direct marketing action
Success proven by different brands like Gillette, BMW, Girls Walker and ad networks like Blyk, Qustodian
Third P : Participation
Mobile is the only ubiquitous media device
Best Mobile Marketing Campaign Carling Black Label (over 10 mil participants)
Lay’s over one million flavor suggestions via mobile
Fourth P - Power
The Fourth Life Of The Mobile Phone
voice text internet apps
Mobile Reshapes News Business
49% read news on mobile phone
Mobile Reshapes Health
More than half of US smartphone owners use their device as their pocket doctor.
Power From The Brands
Ikea set up furniture app won twice as best marketing app
Nivea mobile sunscreen alarm – send sms alerts when need shade or stronger sunscreen Nivea sun alarm – wake you up early if is sunny, let you sleep more if is bad weather
Tomi Ahonen – MMA Forum New York 2013
Integrate Mobile In Campaigns
Sales
Engagement
Awareness
Display Campaigns For CPG
Awareness focused campaigns are typically more effective than direct response campaigns - 2012 study worldwide
How To Integrate Better Mobile?
Adapt to device and contextUse unique featuresMeasure and refine
Case Study For Awareness
Nokia Lumia Campaign – winner Australian mobile awards 20122:20 visit duration79.3% new visitors
Mobile & Shopping
Mobile & Sales
Mobile is the missing link between all the media and store10 billion mobile coupons will be redeemed in 2013Impact 10 times higher than online/physical coupons (Juniper 2013)Available on any mobile phoneCoupon delivery using any mobile tool: SMS, App, BrowserEasy to redeemMMA Survey Immediacy of Mobile Shopping: in convenience stores and gas stations 66% shop within the hour
Mobile & Sales
Mobile virtual trials DirectopticShoppers who try eyeglasses have 41% higher conversion rate and spend 12.5% more
Axe Wake Up Girl increased sales 300%
Macy’s In Store GPS: a new way to fight the decrease of the impulse buy at check out
Engagement Campaigns
All media (TV, print, outdoor, online, radio) can engage audience using mobile tools: QR Codes, OCR apps, SMS.
Coca Cola Chok Chok Chok won the best mobile marketing campaign at MWC 2013
Engagement Campaigns
From the real world we can engage audience on social networks using mobile (likes, shares, check-in, post photos)
Granata Pet (Foursquare on the street)Diesel (in store likes on Facebook)
Mobile & Marketing
Mobile’s 4Ps in marketing: Presence, Permission, Participation, Power
Good integration of mobile in the marketing campaigns helps awareness, boost sales and drive best engagement